I’m not here to tell you we’re a legacy brand.
We don’t have a century of history or hundreds of five star reviews.
We don’t own the entire supply chain.
We don’t have a warehouse full of inventory or a gleaming showroom.
And we’re not pretending otherwise.

We’re not backed by venture capital.
We don’t have celebrity endorsements or million dollar marketing budgets.
We don’t rely on flashy technology or endless rows of ready made styles.

We are small. We are independent. We are human.
But what we do have is what matters most.

We have hands that care, eyes that notice, and standards that never bend.

I bring years of experience from New York’s Diamond District, where I learned that true excellence isn’t mass produced.
Beyond 47th Street, I’ve worked across every part of jewelry making. From design and casting to stone setting and final polish. That knowledge is in everything we create.

We don’t cut corners.
We don’t follow trends.
We don’t present illusions.

I started Haejin in a quiet corner of Brooklyn in April 2025 with one clear goal.
To build a jewelry company defined not by luxury for its own sake, but by integrity, craftsmanship, and care.

I named it Haejin for a reason.
The name means “a bright, compassionate truth.”
It’s gentle yet enduring, just like sunlight.
The kind of light that has been here for generations, quietly present through every change, nourishing everything it touches.

That is what I aspire to be.
Consistent. Life giving. Quietly radiant.
The kind of presence that doesn’t chase attention but brings warmth, clarity, and care to everything I make.

I’ll be honest with you.
We are not profitable.
We don’t have investors behind us.
And yes, we’ve chosen a path that prioritizes people, process, and principle over shortcuts.

I also know what we’re up against.
Many of the largest jewelry companies still make their profits from mined diamonds.
Those higher margins allow them to sell lab grown pieces at artificially low prices or flood the market with advertising.
It’s hard for independent, ethical brands like ours to keep up. Not because we charge more than we should, but because we refuse to cut corners just to compete.

We price honestly. We produce carefully.
And I believe that what lasts is built with intention, not volume.

That same intention guides how we give.
When we do earn a profit, whether it’s ten dollars or ten million, we commit 10 percent of it to causes we believe in.
Not because it’s expected, but because giving back is part of who we are.
We’ll always look for ways to stretch every dollar, to support efforts that serve real people with transparency and care.
Whether that means donating to trusted nonprofits or building initiatives of our own in the future, our intent will always be the same. To uplift, not to profit.
And whenever possible, we’ll invite you, our customers, to help us decide where that impact should go.
Because this isn’t just my business. It’s something I’m building with you.

That doesn’t make us fragile.
It makes us focused.

While others grow through exposure and endorsements, we grow through trust and intention.
We make jewelry we can stand behind. With our names, our hearts, and our full attention.

We will never sell mined diamonds.
We will never use misleading pricing.
And we will never offer a piece we wouldn’t proudly give to someone we love.

If we ever break that promise,
if we ever lose our way,
we will return every dollar, every ring, every purchase ever made under our name.
No fine print. No excuses.

Because to us, jewelry isn’t just something you wear.
It’s something you feel.
It deserves to be made with care, and received with confidence.

We are not perfect.
But we are honest.
And if that means we grow slowly, so be it.
We would rather stay true than follow the crowd.

What we make matters.
And I hope you’ll feel that in every piece.

Sue, July 2025